Tag Heuer Partners with Google and Intel to Create a Luxury Smartwatch

To create a luxury smartwatch, Swiss watch maker Tag Heuer, has partnered with Google Inc and Intel Corp, to bring to market a luxury watch using Google’s Android operating system. The company plans to launch the watch in the last quarter of this year.

The details about pricing, functionality or design is still undisclosed. TAG Heuer is set to handle design and manufacture, while Intel will provide an SoC platform and Google will lend its Android Wear platform and help develop software.

The watch is an attempt to compete with devices by consumer electronics makers, Apple. According to researcher Strategy Analytics, the global market for smartwatches may rise to 28.1 million units this year, from 4.6 million in 2014, with Apple capturing 55 percent of the market despite its belated entry.

Previously, Tag Heuer had also forayed into electronic devices. In 2008, the company introduced a mobile phone called the Meridiist, and the 2013 Oracle Team USA Americas Cup team (sponsored by TAG Heuer) wore electronic wristwatches with sailing-specific functions co-developed by TAG Heuer and partners.

The other Swiss watch brands including Swatch, Breitling, Montblanc, and Frederique Constant are among those that have entered the space of luxury wearables.